Google, size and the success paradox
Mobile point-of-sale service Nomanini is taking the world by s t or m. The offering, which facilitates cash payments in emerging markets, announced earlier this year that it had scaled into six countries across Africa in just four years. In January, Nomanini was processing over 1m transactions per month.
Launched in 2012, the company was created with Africa in mind and aims to be the preferred method for doing transactions in informal markets. The mobile service has a range of brightly coloured point-of-sale devices that are used by operators for selling airtime, elec t r i c i t y a nd i nsurance, or f or processing microloans.
The easy-to- use device can be placed at a remote point of sale, like a spaza shop in rural South Africa. This means that cellular airtime can be sold anywhere, making it convenient for consumers, and offering much better reach and distribution to mobile operators. Plus it enables revenue generation for the stores or individuals who use the devices to sell airtime. SIMPLE AND ACCESSIBLE “We wanted the device to be simple and accessible to people of all languages so we decided not to include a screen. This made the device much more resilient and forced us to ensure that the process for accepting transactions is as easy as possible,” says Nomanini’s co-founder and CEO Vahid Monadjem.
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